n Journal of Contemporary Management - Travelling shoppers' perceptions of servicescape of the bus and railway station retail environment

Volume 11, Issue 1
  • ISSN : 1815-7440



The travellers' perceptions of the servicescape of the bus and railway station retail environment in South Africa and its impact on the buyer behaviour of local and international travellers that use bus stations was examined. This study was prompted by observable behaviours of travellers who were impacted by the bus and railway station environment, which induces an interesting type of shopping behaviour amongst them. The results reveal that travellers perceived South African bus and railway stations' servicescape as unattractive. Travellers considered the two dimensions (store image and store ambience) of the stores' servicescape as one composite unit of the servicescape. Shoppers also revealed that the ambience at the bus stations were unpleasant, congested, of poor quality and unreliable merchandise, which complicated shopping from the stations' stores.

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